Eco-labels as marketing tools

There are today few studies focusing on the influence of eco-labels on consumer decision making, although related research clearly indicate that consumers are becoming more and more interested in green products, even when they are on holidays. The purpose of this research project is to map the associations the recently launched Swedish eco-tourism label generates among Finnish eco-tourists and to discuss what a Finnish eco-tourism label could look like (if it would be launched). Tourists are interested in Finland because of our green and clean nature, and our exiting culture. Unfortunately, there are many other countries using the same dimensions to entice tourists too. Eco-tourism is one type of nature-based tourism. Our reason to spend research resources on this particular tourism type is its development potential. Eco-tourism in Finland is today at best marginal, but a glance at the development trends found in other countries shows that eco-tourism attracts more and more tourists. Sweden is not a leading eco-tourism country, but their eco-tourism initiatives in year 2002 overshadows what has been done in Finland. Finland has to be more progressive in order not to loose market shares to competing countries. What is needed is more research about eco-tourism in Finland. Eco-labels constitute for many customers important information. Information that is used when making decisions. Companies interested in green marketing and sustainable management have to understand the effects and implications of eco-labels.